The first was John Lewis, which put an adorable child and best friend, Monty the penguin, into the spotlight. Posted on YouTube, the advert attracted 4.5 million views in less than 48 hours.
This new holiday advert follows the animal friends theme that won John Lewis's bear and hare advert so many holiday views in 2013. Strong on emotion, no hard-sell, focus on positive attitudes and feelings.
Next was Marks & Spencer, which renamed itself Magic & Sparkle as it revealed its holiday fairies advert with a tweet:
Introducing a little Christmas Magic and Sparkle. #FollowTheFairies
https://t.co/yE2NJi8Rwx
— M&S (@marksandspencer) November 7, 2014
Marks & Spencer is relying more heavily on social media this holiday season to capture the attention of tablet and mobile users who browse and buy with a click or fingertip.
Multichannel strategies are a must for 2014 holiday success. Watch for more social media marketing and more special adverts as countdowns to the holidays (and, earlier, the special window displays) continue.
